1. BRAND MANAGEMENT
H S MUKERJEE

2. SYLLABUS
Unit 1: Brands versus products, what can and cannot be branded, branding challenges and opportunities; Customer based brand equity, sources of brand equity, Aakers model of measuring brand equity, building a strong brand.
Unit 2: Identifying and establishing brand positioning, guidelines, internal branding and brand audits
Unit 3: Building brand identity-The Kapferer’s identity prism, Choosing brand elements, options for brand elements, designing marketing programmes to build brand equity
Unit 4: Designing & Sustaining Branding Strategies: Brand hierarchy, Branding strategy, Brand extensions.
Unit 5: Marketing communication to build brand equity, developing communication programmes, building an online brand

3. UNIT 1
Brands versus products, what can and cannot be branded, branding challenges and opportunities; Customer based brand equity, sources of brand equity, Aakers model of measuring brand equity, building a strong brand.

4. So, what is common between them?

5. What are these?

6. What is a brand?
It is a name, term, symbol, sign, design or a combination intended to identify and differentiate goods and services of one against another.
What this means is therefore whenever marketer creates a new name, logo or symbol for a new product or service a brand is created.
‘Is the above statement correct?’

7. What is a Brand?

8. Therefore there is a difference and practioners say that brands are more than that and it is about awareness, reputation, prominence and so on.
Brands therefore is to differentiate and distinguish using ‘brand elements’.

9. Brand Names
Could be a:
People: Tata motors
Place: British Airways
Animals: Dove
Others: Shell, General Electrics and so on.
Brand names could be based on product meanings like, ‘surf’, ‘active fresh’, ‘sleep well mattress’.

10. Brands versus products
Product is anything that we offer to a market for attention, acquisition, use or consumption that might satisfy a need or a want.
Automobile, banking service, insurance company, a retail store and so on.

11. Brand versus products

12. 5 levels of meaning for a product
Core benefit
Fundamental need or want that consumers satisfy by consuming the product or service.
Level 2
Generic product level
Basic version of the product containing only those attributes necessary for its functioning but with no distinguishing features. Stripped down no frills version.
Level 3
Expected product level
Set of attributes or characteristics that buyers expect and agree when they purchase
Level 4
Augmented product level
Additional product benefits, attributes, and related services
Level 5
Potential product level
Augmentations and transformations that a product might go in future.

13. Air conditioner Cooling and comfort
Sufficient cooling capacity, energy efficiency, adequate air intake
Consumers expect two cooling speeds, removable air filters and one year warranty
Optional features like touch panel, display panel, thermostat, a toll free number and so on.
Silently running, completely balanced and self sufficient.

14. Exercise
Choose a product and present the five levels of meaning for a product

15. 10 most valuable brands

16. “ The struggle between companies is not on the products they sell, but something else.” “A brand therefore is more than a product, because it can have dimensions that differentiate it in some way from others designed to satisfy the same need.”

17. A brand therefore can be a: Physical good: Kellogg's cornflakes Service: Jet Airways Retail Store: Big Bazaar Person: Amitabh Bachhan Country/State: Kerala Online Store: Flip kart Social Cause: Being Human

18. Brands create competitive advantage:
Because of performance. (Benz, Gillette)
Because of innovation. (GE, Apple)
Because of non product related means, like image (Coca-Cola)

19. Why do brands matter to consumers?
Identification of source of product
Assignment of responsibility to product maker
Risk reducer
Functional risk: Risk of non performance
Physical risk: Threat to physical health
Financial risk: Not worth the money
Social risk: The product results in embarrassment from others
Psychological risk: Affects the mental well being of the user.
Time risk: The failure leads to the opportunity cost of searching another product.
Search cost reducer
Promise, bond or pact
Symbolic device
Signal of quality

20. Search goods: Grocery
Experience goods: Cars, tyres
Credence goods: Insurance; here consumers may rarely learn product attributes.

21. Why do brands matter to firms?
Means to identify and handle or trace
Legally protecting unique features
Quality level to satisfied customers
Endowing product with unique associations
Competitive advantage
Financial returns

22. What can be branded? Physical goods High technology products Services
Retailers and distributors
Online products and services
People and organisation
Sports, arts and entertainment
Geographic locations
Ideas and causes

23. Destination branding

24. What can and cannot be branded?
Present on one of the categories in the previous slide.
(PREFERABLY INDIAN BRANDS)
History
Uniqueness
Financial returns for the brand
Consumer expectations from the brands

25. Branding challenges Savvy customers
Brand proliferation: No single brands available.
Media Fragmentation (Cost, clutter, fragmentation and technology)
Increased competition: Globalization, low price, brand extensions and de-regulation.
Increased costs
Greater accountability: Time taken to build brands are not available; short term profits

26. Failures in brands